To email design. It's because: email rendering is much more complex than print and web, and includes the need to consider email image blocking marketing teams have the ability to use interactive email elements and other incremental enhancements, which must be balanced with the need for fallbacks to ensure incremental degradation email attention span is short because it is usually just a gateway to a landing page where the longer conversions and interactions occurbranded style guides tend to meticulously detail fonts, header sizes, image styles, logo sizes and placements, and more to create consistency in the look of the brand.
However, despite clearly unique channel considerations, many companies do not have email-specific guidelines in their brand guidelines. Nearly 38% of company mailing list brands don't have brand guidelines for email, according to litmus' 2018 state of email survey of nearly 3,000 marketers worldwide. More than a third of brands have no email brand guidelines “marketers leverage a wide range of resources to produce emails, with the majority lacking in-depth email production knowledge or experience,” says lynn baus, vice president of digital experience at shaw + scott. “yet too few brands have invested in email-specific style documents. »fortunately, more brands are seeing the need to add email-specific content to their style guides, with 18% more brands creating brand guidelines via email since 2016. That's for a good reason. Having email branding guidelines makes email creation easier and faster, especially in organizations with distributed email programs or that use email agencies or freelancers.
Envelope copy. This copy appears in the inbox before a subscriber opens one of your emails. It includes your sender name, subject line, and preview text, which you'd probably want to set content and tone guidelines on. For example, are there rare circumstances in which you would want to use something other than your standard sender name? Should your brand use emojis in its subject lines? Are you using the zero-width preview text hack to create white space at the end of your intended preview text? Graphic text or html text. There is about a 100% chance that your brand font is not a universally supported web-safe font. Considering this, you need to decide on an acceptable set of email font compromises.